A study of brand awareness, brand equity and brand slogan towards advertisement a case study: Superlilo Sdn Bhd / Hazieqa Syabilla Mohd Hatta

SuperLiIo is an application that prints and delivers photographs to the customer and their loved one for free of charge. In the era of smartphones, instant messaging and virtual photos, holding and touching something physical have become rare and valuable. SuperLiIo also brings together merchants and sponsors featuring a range of attractive promotions that could make customer life's moments even more magical. The purpose of this study is to study the effectiveness of advertisement SuperLilo Sdn Bhd towards brand awareness, brand slogan and brand equity among merchants. The problem statement for this study is, merchants' brands cannot achieve the target consumer. The user for SuperLiIo is all over Malaysia even though the target consumer for SuperLiIo is around Johor and Singapore. Most of the user of SuperLilo is outside from Johor. So, there is no brand awareness among the consumer and most of the merchants are in Johor Bahru. The method for the research paper uses qualitative study. To conduct qualitative study, interview session was conducted. However, some of the merchants, I have to email, and they replied via WhatsApp and email. The findings showed that some of the merchants agreed that SuperLilo helps them in achieve the target consumer while most of the merchant's complaint with SuperLilo services. The reason is because SuperLiIo is a startup company and their website is a beta-version.